Apple’s brand franchise is extensive, but most recently we have
seen wave after wave of “i-Things” (iPod, iTunes, iPhone, iTouch,
iPad). When Apple developed the iPhone, it did so in conjunction
with AT&T. Many think that inhibited the brand’s growth, since
AT&T had suffered from service issues. In fact, the
introduction of the iPhone swamped AT&T and it struggled even
harder to provide quality service, with little success. In some
markets, the ratio of iPhones to AT&T’s bandwidth means that
service has been spotty and unreliable, with a dropped call rate of
about 30%.
While strategic partnerships are common in today’s business
environment, choosing the right partner is critical. What impact do
you think Apple’s choice to introduce the iPhone in the US
exclusively through AT&T had on its brand? What might Apple
have done differently?
http://money.cnn.com/2010/06/16/technology/att_apple/
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